Year 2016,
Volume: 2 Issue: 5, 339 - 347, 26.08.2016
Abstract
Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targets mostly young consumers.
The aim of this study is to explore the relationships among the antecedents of brand extension success from the generation Y cohort’s perspective on an athletic footwear brand and to propose marketing strategies. The proposed model aims to examine the relationships among success factors such as "parent brand's perceived quality", "perceived fit between parent brand and extension brand" and "perceived risk". For testing the proposed model in this study, a brand existing in the athletic footwear sector was determined. It is a very popular and favorable brand especially among the generation Y cohort. A hypothetical product was chosen for those consumers and collected data is analyzed by means of structural equation modelling. The sample is composed of university students in Bursa. This study is expected to make academic and practical contributions to the existing branding literature and the companies in athletic footwear industry, Turkey in particular.
Keywords: Brand Extension Success, Branding Strategies, Athletic Footwear Brand, Structural Equation Modelling, Bursa.Keywords
References
- Aaker, A. D. and Keller, L. K. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, vol.54 (1).
- Abosag, I., Roper, S. and Hind, D. (2012). Examining the Relationship Between Brand Emotion and Brand Extension Among Supporters of Professional Football Clubs. European Journal of Marketing, vol.46 (9).
- Balachander, S. and Ghose, S. (2003). Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions. Journal of Marketing, vol.67 (1).
- Bao, Y., Sheng, S. and Nkwocha, I. (2010). Product Difficulty Incongruity and Consumer Evaluations of Brand Extensions. Journal of Retailing and Consumer Services, vol.17.
- Barrett, J., Lye, A. and Venkateswarlu, P. (1999). Consumer Perceptions of Brand Extensions: Generalising Aaker& Keller’s Model. Journal of Empirical Generalisations in Marketing Science, vol.4.
- Bhat, S. and Reddy, K. S. (2001). The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation. Journal of Business Research, vol.53.
- Bottomley, A. P. and Doyle, R. J. (1996). The Formation of Attitudes Towards Brand Extensions: Testing and Generalising Aaker and Keller’s Model. International Journal of Research in Marketing, vol.13.
- Boush, M. D. and Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, vol.28 (1).
- Boush, M. D. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions. Psychology&Marketing, vol.10 (1).
- Broniarczyk, M. S. and Alba, W. J. (1994). The Importance of Brand in Brand Extension. Journal of Marketing Research, vol.31 (2).
- Brown, B., Sichtmann, C. and Musante, M. (2011). A Model of Product-to-Service Brand Extension Success Factors in B2B Buying Contexts. Journal of Business&Industrial Marketing, vol.26 (3).
- Buil, I., De Chernatony, L. and Hem, E. L. (2009). Brand Extension Strategies: Perceived Fit, Brand Type, and Culture Influences. European Journal of Marketing, vol.43 (11).
- Czellar, S. (2003). Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions. International Journal of Research in Marketing, vol.20.
- Dacin, A. P. and Smith, C. D. (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research, vol.31 (2).
- Delvecchio, D. and Smith, C. D. (2005). Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk. Journal of the Academy of Marketing Science, vol.33 (2).
- Dens, N. and De Pelsmacker, P. (2010). Advertising For Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation. Market Lett, vol.21.
- Doust, V. H. and Esfahlan, N. H. (2012). The Effect of Brand Extension Strategies on Brand Image: An Integrative Model and Research Propositions. African Journal of Business Management, vol.6 (11).
- Dwivedi, A. and Merrilees, B. (2013). Brand-Extension Feedback Effects: An Asian Branding Perspective. Asia Pacific Journal of Marketing and Logistics, vol.25 (2).
- Gierl, H. and Huettl, V. (2011). A Closer Look at Similarity: The Effects of Perceived Similarity and Conjunctive Cues on Brand Extension Evaluation. International Journal of Research in Marketing, vol.28.
- Hem, E. L., De Chernatony, L. and Iversen, M. N. (2003). Factors Influencing Successful Brand Extensions. Journal of Marketing Management, vol.19.
- Keller, L. K. and Aaker, A. D. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, vol.29 (1).
- Salinas, M. E. and Perez, M. J. (2009). Modeling the Brand Extensions’ Influence on Brand Image. Journal of Business Research, vol.62.
- Sichtmann, C. and Diamantopoulos, A. (2013). The Impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin-Extension Fit on Brand Extension Success. Journal of the Academy of Marketing Science, vol.41.
- Völckner, F. and Sattler, H. (2006). Drivers of Brand Extension Success. Journal of Marketing, vol.70 (2).
- Völckner, F., Sattler, H., Hennig-Thurau, T. and Ringle, M. C. (2010). The Role of Parent Brand Quality for Service Brand Extension Success. Journal of Service Research, vol.13 (4).
- Wu, C. and Yen, C. Y. (2007). How the Strength of Parent Brand Associations Influence the Interaction Effects of Brand Breadth and Product Similarity With Brand Extension Evaluations. Journal of Product& Brand Management, vol.16 (5).
Year 2016,
Volume: 2 Issue: 5, 339 - 347, 26.08.2016
Abstract
References
- Aaker, A. D. and Keller, L. K. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, vol.54 (1).
- Abosag, I., Roper, S. and Hind, D. (2012). Examining the Relationship Between Brand Emotion and Brand Extension Among Supporters of Professional Football Clubs. European Journal of Marketing, vol.46 (9).
- Balachander, S. and Ghose, S. (2003). Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions. Journal of Marketing, vol.67 (1).
- Bao, Y., Sheng, S. and Nkwocha, I. (2010). Product Difficulty Incongruity and Consumer Evaluations of Brand Extensions. Journal of Retailing and Consumer Services, vol.17.
- Barrett, J., Lye, A. and Venkateswarlu, P. (1999). Consumer Perceptions of Brand Extensions: Generalising Aaker& Keller’s Model. Journal of Empirical Generalisations in Marketing Science, vol.4.
- Bhat, S. and Reddy, K. S. (2001). The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation. Journal of Business Research, vol.53.
- Bottomley, A. P. and Doyle, R. J. (1996). The Formation of Attitudes Towards Brand Extensions: Testing and Generalising Aaker and Keller’s Model. International Journal of Research in Marketing, vol.13.
- Boush, M. D. and Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, vol.28 (1).
- Boush, M. D. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions. Psychology&Marketing, vol.10 (1).
- Broniarczyk, M. S. and Alba, W. J. (1994). The Importance of Brand in Brand Extension. Journal of Marketing Research, vol.31 (2).
- Brown, B., Sichtmann, C. and Musante, M. (2011). A Model of Product-to-Service Brand Extension Success Factors in B2B Buying Contexts. Journal of Business&Industrial Marketing, vol.26 (3).
- Buil, I., De Chernatony, L. and Hem, E. L. (2009). Brand Extension Strategies: Perceived Fit, Brand Type, and Culture Influences. European Journal of Marketing, vol.43 (11).
- Czellar, S. (2003). Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions. International Journal of Research in Marketing, vol.20.
- Dacin, A. P. and Smith, C. D. (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research, vol.31 (2).
- Delvecchio, D. and Smith, C. D. (2005). Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk. Journal of the Academy of Marketing Science, vol.33 (2).
- Dens, N. and De Pelsmacker, P. (2010). Advertising For Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation. Market Lett, vol.21.
- Doust, V. H. and Esfahlan, N. H. (2012). The Effect of Brand Extension Strategies on Brand Image: An Integrative Model and Research Propositions. African Journal of Business Management, vol.6 (11).
- Dwivedi, A. and Merrilees, B. (2013). Brand-Extension Feedback Effects: An Asian Branding Perspective. Asia Pacific Journal of Marketing and Logistics, vol.25 (2).
- Gierl, H. and Huettl, V. (2011). A Closer Look at Similarity: The Effects of Perceived Similarity and Conjunctive Cues on Brand Extension Evaluation. International Journal of Research in Marketing, vol.28.
- Hem, E. L., De Chernatony, L. and Iversen, M. N. (2003). Factors Influencing Successful Brand Extensions. Journal of Marketing Management, vol.19.
- Keller, L. K. and Aaker, A. D. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, vol.29 (1).
- Salinas, M. E. and Perez, M. J. (2009). Modeling the Brand Extensions’ Influence on Brand Image. Journal of Business Research, vol.62.
- Sichtmann, C. and Diamantopoulos, A. (2013). The Impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin-Extension Fit on Brand Extension Success. Journal of the Academy of Marketing Science, vol.41.
- Völckner, F. and Sattler, H. (2006). Drivers of Brand Extension Success. Journal of Marketing, vol.70 (2).
- Völckner, F., Sattler, H., Hennig-Thurau, T. and Ringle, M. C. (2010). The Role of Parent Brand Quality for Service Brand Extension Success. Journal of Service Research, vol.13 (4).
- Wu, C. and Yen, C. Y. (2007). How the Strength of Parent Brand Associations Influence the Interaction Effects of Brand Breadth and Product Similarity With Brand Extension Evaluations. Journal of Product& Brand Management, vol.16 (5).
There are 26 citations in total.
Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | August 26, 2016 |
| Submission Date | August 24, 2016 |
| Published in Issue | Year 2016Volume: 2 Issue: 5 |
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